In early 2007, few people thought Senator Barack Obama had a chance of being elected President. But Obama’s leadership team, with David Plouffe at the helm, developed an extraordinary strategy to develop a world-class online community. They not only proved the nay-sayers wrong, but also blew by previous fundraising records - $580 million in two years, with 91 percent coming from individual donors. The campaign generated a brand loyalty programme with unprecedented success.

During a time of economic downturn, organisations need improved ways to build brand loyalty through the use of social networking and development of online communities. In this seminar, David Plouffe explains how to harness the power of social networking to connect a dispersed group of people and engage them to perform outstanding feats. He also demonstrates the creative and innovative ways in which the campaign built brand loyalty and how these same tactics can be used by other organisations to achieve success.